Retail and Customer Insights Analyst at Diageo

Purpose of Role

Ensure the business is externally attentive to the operating environment, customer/retail and consumer/shopper needs and evolution.

Top Accountabilities:

Data Analysis & Reporting: Analyze sales and customer data from syndicated sources like Nielsen, Circana (formerly IRI), and Quantium, as well as retailer-specific loyalty and panel data. This involves monitoring market, category, and brand performance to identify trends and explain business results.

Supporting Category Strategy & Customer Plans: You will help develop category strategies and provide the data-driven insights needed for Joint Business Planning (JBP) with retail customers. This often involves creating compelling selling stories and presentations for customer meetings.

Stakeholder Collaboration: You will work cross-functionally to ensure the customer is at the center of decision-making. This involves communicating complex data in a simple, clear way to senior leaders in Merchandise, Marketing, and Sales to influence strategy

Develop strategy and plan execution: work in close partnership with the commercial teams to ensure Business Plans are based on the understanding of customer needs & motivations, revenue growth management and category growth drivers.

Channel Development : Understand the category dynamics and the shopping missions in the channel and recommend the corrective actions to capture growth opportunities and adapt our plan.

Manage performance : Lead the activity review process and have data-informed conversations with sales, marketing, finance and supply to improve performance, effectiveness, efficiency and drive sales forecast accuracy.

Allocation and deployment of shopper planning resource and investment. Measurement: share versus competition, category growth, NSV, Brand health, Distribution, Visibility, Promotion.

Shape the future: Work with research agencies and the commercial team to refresh and contribute to the KBL knowledge and insight vault:

Experience / skills required:

University graduate with a minimum 3 years experience.

Experience with all types of qualitative and quantitative research techniques ideally including shopper/retailer environment research.

Experience in similar roles within Consumer Packaged Goods ideal.

Experience managing research agencies is essential.

Some commercial experience/exposure is highly desirable.

Strong communication skills are a must.

Confidence to:

challenge existing thinking

be in customer-facing situations (as part of a multifunctional team)

Able to create alignment within cross-functional teams.

Thrives in a fast-paced, constantly changing environment: an agile and adaptable individual.

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